Social and mobile hits the mark for Sony Pictures

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

Social and mobile hits the mark for Sony Pictures

Stephen WhitesideWarc

"We are … changing the way we think about buying advertising," Josh Greenstein, President/Worldwide Marketing & Distribution at Sony Pictures, revealed at CES 2017, an event held by the Consumer Technology Association (CTA) in Las Vegas.

"We are very mobile-focused."

This transition can be measured, in part, in budgetary terms: Around 18 months ago, the movie studio typically allocated between 10% and 12% of a given film's marketing spend to digital. For many of its latest - and, indeed, most successful - offerings, that total is now closer...

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